in may, june, july, august, we were outspent in ohio 3--- 3-to-1, and if you're watching tv, and in columbus, ohio in that time period, there were negative ads, almost all negative, quite effective, about bain, the auto industry bailout, and they were, you know, about policy proposals that were mischaracterizing mitt romney's policy proposals, but effective. that he would raise taxes on middle class for instance. we can't forget it was not a level playing field until really the very end, until after the convention when the general election funds were available to mitt romney which he needed to respond. we were not in all the markets in ohio. we were being outspent, and so that has a cumulative effect. it's difficult. i chaired ohio, and i'm too focused on ohio, but the same is true in the other swing states. it's tough to come back from there, but back to your question about, you know, how do you take policy issues and translate the way people care about? i think it's a huge challenge for us, and, again, i would suggest a loft people in the room share that challenge to the extent of forgetti